How to Use Quizzes to Generate More Leads

Josh Haynam, co-founder of Try Interact, joins the Agency Journey podcast to explain how agencies can use quizzes as a powerful lead generation tool for themselves and their clients. Try Interact has helped generate over 4 million leads through quizzes, and Josh shares the strategies behind that success.

Why Quizzes Work for Lead Generation

Most agencies and their clients struggle with the same problem: growing an email list with qualified leads. Quizzes solve this by offering an interactive experience that people genuinely want to engage with. Unlike static content offers, quizzes feel personal and fun, which drives higher completion and conversion rates.

Josh emphasizes that creativity alone is not enough - business results are what matter. A beautifully designed quiz that does not generate leads is a failure. The focus should always be on the outcome.

Reverse-Engineering Successful Quizzes

Rather than starting from a blank canvas, Josh recommends studying quizzes that have already proven successful. Look at what is working in your industry or adjacent industries, understand why it works, and adapt the format for your audience.

This approach reduces the guesswork and speeds up the creation process. You are not reinventing the wheel - you are applying proven patterns to a new context.

Connecting Quizzes to Email Segmentation

The real power of quizzes shows up after the quiz is completed. By connecting quiz results to an email service, agencies can automatically segment respondents based on their answers. Someone who answers differently gets a different follow-up sequence.

This segmentation enables hyper-personalized email marketing. Instead of sending the same generic nurture sequence to everyone, each person receives content and offers that are relevant to their specific situation. This personalization dramatically improves open rates, click rates, and conversion rates.

Practical Quiz Design Tips

Josh shares several practical tips for creating effective quizzes:

Keep questions simple. Multiple choice or yes/no questions work best. Complex or open-ended questions reduce completion rates.

Make it relevant. The quiz topic should directly relate to a problem your audience cares about solving.

Deliver value at the end. The quiz results should feel useful and insightful, not generic. People share quizzes that make them feel understood.

Place your offer strategically. After delivering quiz results, present a relevant next step - whether that is a consultation, a product recommendation, or a content download.